Fonterra teams up with Lazada to provide products online

New Zealand-based dairy company Fonterra has partnered with Singapore-based e-commerce firm Lazada to offer its products to online consumers in South East Asia.

The partnership with Lazada is expected to provide a new platform for Fonterra to offer its products such as Anmum, Fernleaf and Anchor to more than 560 million consumers across six countries, namely Indonesia, Malaysia, the Philippines, Singapore, Thailand and Vietnam.

Lazada will serve as the online distributor of Anchor full cream milk powder in Indonesia as part of the arrangement, marking Anchor milk’s debut in the market.

This is Fonterra’s first partnership with an e-commerce company in South East Asia.

Fonterra Global chief marketing and sales officer Anindya Dasgupta said: “Our relationship with Lazada is a key milestone in our journey to share the goodness of dairy with more people around the world, and grow dairy consumption across South East Asia.

“Consumers in South East Asia are becoming more discerning as their incomes grow, demanding more nutritious and high-quality foods, and using technology more widely in their daily lives.

“Everyday technology use: this means more consumers are shopping online for essentials such as dairy.

“We are delighted to partner with Lazada to seize opportunities in shifting consumer behaviour and drive greater reach of our dairy nutrition.”

The new partnership will use analytics to understand consumer insights, test out markets and products most suited for the online environment and develop new marketing strategies.

Lazada Group chief business officer Robin Mah said: “We are thrilled to be the first e-commerce partner in South East Asia to Fonterra, a global leader in dairy nutrition.

“It is a recognition of the consumers in South East Asia, the importance of understanding their unique needs and engaging them.

“It also reflects the trust that brands like Fonterra have in Lazada as the choice platform to build their brand reach, customer engagement and e-commerce business in the region.”